Outgrowing an identity

Arcadis gets a refined and memorable new brand






Heidemij, a well-known and respected firm of environmental engineering consultants, had expanded through rapid acquisition. As a result, it had outgrown its identity.

Interbrand was appointed to bring the company’s repositioning ambitions to life. This involved creating a new name and a corporate identity that could work on a more international level and across a wider range of services and disciplines.

The new name “Arcadis” is internationally evocative of Arcadia, the best place on earth to live. The salamander was chosen as a differentiating symbol, to deliver a strong message to the market and clients and to raise awareness of the new brand. In response to changing market conditions, the positioning has recently been fine-tuned to move Arcadis from a technical-and-project-oriented brand to a benefit-and-business-oriented brand.

The new brand has helped the holding company evolve into one, united firm. Today, Arcadis is seen as a successful, well-known international company with a clear and distinctive identity.

Arcadis remains an international consulting company, specializing in environmental, infrustructure, and civil engineering work with a very strong presence in both Europe and North America.